Volkswagen has launched ‘Big up The up!’ interactive Facebook and outdoor campaign. The concept was created by DDB UK, in a campaign booked with JCDecaux and planned and booked by MediaCom and Kinetic.
The campaign encourages people to pay a compliment to the new Volkswagen up! via the Volkswagen UK Facebook page; in return, Volkswagen pays them a personalised compliment back on digital outdoor poster sites nationwide, with every person receiving a unique message alongside their photo.
Compliments paid online to date include “The VW up! won the ‘What Car? Car of the year 2012’ award. (They're a little like the Oscars but with more mechanics and less frocks.)” while VW responding with “Louise is probably the nicest person on a huge billboard”.
A special tab has been created on the VW UK page (http://www.facebook.com/VolkswagenUK?sk=app_284395521631330) to allow compliments to be paid to the new cleverly compact up! and a large inviting red buzzer was created to alert people to submit their complimentary remarks.
The campaign enables people to watch live-streams from the Facebook page VW return compliments on JCDecaux’s digital billboards at Liverpool Street, Euston, Charing Cross, Fenchurch Street, King’s Cross, Waterloo, London Bridge, Victoria, St Pancras, Manchester Piccadilly, Edinburgh Waverley, Glasgow Central, Leeds, Birmingham New Street and International- http://www.facebook.com/VolkswagenUK?sk=app_284395521631330.
Menu
Cities